Jordan Brand x Summer of Sports

During the summer of 2024, our team conducted research on how young Black girls engage in sports, fitness, and movement. We discovered that only 36% of Black girls in England are meeting the recommended activity levels. Additionally, the percentage of Black girls who enjoy physical activity has dropped from 50% to 39% over the past five years.

In response, we launched the 'SUMMER OF SPORTS' project - a new initiative designed to empower Black girls aged 15-18 through sport, movement, and play. We supported over 60 of the least active girls, engaging them in workshops focused on self-development and wellness.

Client

Jordan Brand

Deliverables

Programme Design
Youth engagement
Research & Reporting
Visual Identity
Experience Design
Event Production

HEAR FROM OUR ALUMNI

  • “I’m not much of a runner but I appreciate the way they made it enjoyable and allowed it to become a team effort."

  • “I’m glad I did movement because it brought me out my comfort zone because running is something that I always shy away from, especially in front of other people but the support and cheering gave me motivation and made me realise that no one was judging me."

  • "I enjoyed it a lot especially as someone who isn't exactly enthusiastic about sports. My peers and staff members helped me to make it more enjoyable."

  • "I think every black girl my age should attend something like this at least once because not only is it a place to forget all your worries, but you also meet amazing people and make so many memories and friends."

Watch our video!

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